NEW YORK (AP) — The idea that online gaming could help players develop charitable habits seemed bold when the anti-poverty nonprofit Comic Relief US tested its own multiverse on the popular world-building app Roblox last year.
While the charity still struggles to authentically engage new generations of digitally savvy donors, Alison Moore, CEO of Comic Relief US, said it was “courageous” to create an experience that retains the “sparkle” of the organization behind entertainment-focused fundraisers like Red Nose Day.
But the launch was so successful that Comic Relief US is expanding the game this year. Kids Relief’s second annual Game to Change the World campaign includes a magical new Roblox world, an exclusive virtual concert and a partner in the form of children’s television pioneer Nickelodeon.
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The goal is to teach empathy and raise money through a scavenger hunt through various worlds, including SpongeBob SquarePants and Teenage Mutant Ninja Turtles. Users travel through portals to collect magical tools that improve their environment. Net proceeds from in-game purchases are donated.
The community building inherent in playing together is intended to subtly encourage good deeds away from the screen.
“It’s a bit like I help you and you help me – all of us together. I love the idea of doing that in a gaming area,” Moore told The Associated Press. “It’s not meant to be a banner or a sign saying ‘Do Good.’ It’s meant to be symbolic of the gameplay itself.”
Nickelodeon also offers a guide for children to help them start their own local projects, such as backpack drives, in real life.
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The quests are conducted by wizards voiced by Doctor Who icon David Tennant, Veep star Tony Hale and Never Have I Ever actress Maitreyi Ramakrishnan. One wizard invites users to “embark on a magical journey to awaken the heart of your community.”
The campaign will culminate in a weekend music festival on Roblox starting September 13, featuring rock band Imagine Dragons, whose lead singer Dan Reynolds focuses his philanthropy on LGBTQ+ causes. The virtual acts also include Conan Gray, Poppy, d4vd and Alexander Stewart – all musicians who got their big break on YouTube.
Moore said she was “blown away” by last year’s numbers, with the inaugural game being played for over 55 million minutes and a performance receiving the highest “concert thumbs-up” rating ever on Roblox, according to Comic Relief US.
According to corporate strategist Marcus Howard, more and more charitable donations are being made through gaming.
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The consensus is natural, he said, considering that young people value experiences like gaming more than material possessions that previous generations might have bought at a charity auction.
“It just makes sense,” Howard said.
However, he believes partners need to overcome the negative stigma associated with online chat rooms. Howard sees Roblox as a positive, combining the creativity of popular competitor Fortnite with less “toxicity” because it emphasizes cooperation rather than competition.
Comic Relief US kept in mind the need to develop a game that would appeal to both children and their parents, Moore said.
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To master this delicate balance, the nonprofit has adopted a mindset that it says originated with Nickelodeon: Include parents in the conversation, but talk to their kids.
“Good games are good games,” Moore said. “Good games that make me feel good are good things.”
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